The Customer Satisfaction Matrix: A Method to Analyze, Evaluate and Improve Customer Satisfaction

Based on two-factor theory, Kano model and GE matrix, this paper divides the factors to influence Customer Satisfaction Index (CSI) into H element/factor, HM element/factor and M element/factor. And a new CS matrix method for analyzing and evaluating customer satisfaction is developed according to two dimensions of the satisfaction and attributes of CS influence indexes. In order to direct the practice of enterprises CS and improve the relations with customers and customer satisfaction continuously and effectually, this paper proposes the effective application steps of this method and obtains the improving focus and measures of CS by using CS matrix under the different factor combinations.